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Ups and downs prove value of investing in brands

Thank you for joining us as we celebrate the brands that have made it into the second annual WPP BrandZ Top 30 Most Valuable Spanish Brands ranking.

What’s fascinating to me is that although the list of brands this year barely differs from our 2018 ranking, there are huge differences in how individual brands have fared over the past 12 months.

To some extent, brands ride a wave – or get battered by one – that affects their entire business sector. Deregulation of an industry, or the entry of a game-changing new technology or competitor, tends to have a similar effect on brands across the board.

But the changes over the past year among these outstanding Spanish brands shows there’s more at play than big industry shifts.

The brands that have done especially well have outperformed the rest of their sector by some considerable margin.

In essence, they’ve made their own luck.

How? Well, it’s not rocket science.

They’ve invested in making sure consumers know they are different to their competitors; they stand out in a way that is helpful, that reflects people’s values, or entertains them.

They’ve also spent time earning consumers’ trust, which means consistently delivering on what is promised – meeting or exceeding expectations, every time.

And they tend to do something else: they do “good”. They’re seen as benefiting communities or the environment, with a mission that goes beyond generating returns for shareholders.

This is becoming increasingly important to consumers who have begun to take quality as a given; they want something more – something that reflect what they want to say about themselves.

All of these things are, of course, easier said than done, but they’re within the grasp of every brand, and the analysis in this report provides clear evidence that they’re worth investing in.

Strong brands generate strong financial returns, not just in Spain but all over the world, our BrandZ research over more than a decade has shown.

But our analysis of this year’s ranking also reveals that even the most valuable Spanish brands underperform on key measures of brand health when compared to those in other mature economies.

We highlight the healthiest Spanish brands on each of our five vitality metrics, showing what they’re getting right that contributes to their overall brand health. And we provide guidance on how those currently performing poorly might put a spring in their step.

This report also looks at emerging consumer trends that are shaping new media consumption habits and shopper behavior, and we present insight from across the WPP Group.

These Thought Leadership contributions cover subjects as varied as the changing e-commerce landscape, the value of sports sponsorship, the role of PR in the startup era, and the importance of disruption and innovation.

WPP has talented people working in Spain, providing advertising, marketing, research and PR expertise. Our companies work together to provide clients with cutting-edge insights that help position brands for market-beating growth.

The global WPP network now extends to 112 markets, and our BrandZ catalogue is expanding all the time.

If you enjoy this Spain report, I invite you to browse our long-running Top 100 Most Valuable Global Brands annual study, as well as our rankings and reports into the leading brands in the following markets: China, India, Indonesia, France, the UK, Germany, Italy, Australia, the Netherlands and South Africa. All are available from www.BrandZ.com and through our interactive mobile apps, at www.BrandZ.com/mobile.

To talk to someone about how WPP’s expertise could help your brand, feel free to contact any of the WPP companies who have contributed to this report. I’d also be delighted to hear from you directly.